Busch's theorem deriving the standard quantum probability rule can be regarded as a more general form of Gleason's theorem. Here we show that a further generalization is possible by reducing the number of quantum postulates used by Busch. We do not assume that the positive measurement outcome operators are effects or that they form a probability operator measure. We derive a more general probability rule from which the standard rule can be obtained from the normal laws of probability when there is no measurement outcome information available, without the need for further quantum postulates. Our general probablity rule has prediction-retrodiction symmetry and we show how it may be applied in quantum communications and in retrodictive quantum theory.